The Best Fragrance Launches of 2025, Including a Perfume From Paris Hilton That Smells Like Y2K

Lancôme Idôle Power Eau De Parfum Intense

Lancôme makes some of my favorite perfumes, including the Lancôme Idôle Power Eau De Parfum Intense, which is loved by celebrities like Olivia Rodrigo and features the perfect blend of fruity and woody fragrances. This perfume features notes of pomarose, damascena rose, and creamy sandalwood to create an invigorating scent reminiscent of a candied apple with hints of warm woody aromas.

Paris Hilton Fragrances Iconic

If one celeb could be a mascot for the early aughts, wouldn’t that celeb be Paris Hilton? Whether you immediately envision her swiping on some Lancôme Juicy Tube gloss, or toughing it out in an episode of The Simple Life, you have to admit that the entrepreneur mega star owns the nostalgia beauty and lifestyle space. So it makes sense for her to drop a fragrance that’s simultaneously timeless yet sooo Y2K-coded.

Iconic, which is Hilton’s 30th perfume, “really just exudes charisma,” Hilton tells us over the phone. “It’s perfect for everybody who is unapologetically themselves.” Even though it’s a blend of floral-fruity (with some warm hints of amber and sandalwood to ground it), it’s less of a summer-only scent than you’d think. “I wear it all the time. It’s a good year-round scent. Everyone is always coming up and asking me what I’m wearing, they all love it,” Hilton says.

Cosmic & Cosmic 2.0 by Kylie Jenner

Kylie Jenner teased the perfume bottle by posing with it while getting ready for the BAFTAs over the weekend. The $80 perfume is a classified by the brand as an ambery floral and the bottle was designed to be sculptural and beautiful. It’s Kylie’s first foray into fragrance, and we doubt it’ll be her last.

Cosmic Kylie Jenner 2.0

$80 Buy Now

Top: pear accord and pink pepper essence
Middle: vanilla orchid accord and lavender essence
Base: amber accord and sandalwood accord

Golden Rule by Phlur

Phlur skyrocketed to internet fandom with the brand’s “Missing Person” launch in 2022—and they’ve continued to drop viral scents ever since. The minimalist bottles, the stunning colors, the catchy names, the affordable price point: It’s a great way to start a perfume collection. Phlur kicked off 2025 with a new fragrance launch you can add to your arsenal: Golden Rule. Its metallic gold bottle is a departure from their usual transparent look, but I like it! It has a cocktail of notes: mandarin, pink pepper, coconut milk, vanilla cream, jasmine, and orange flower.

Golden Rule smells like cool, sultry decadence. The bottle is opulent, and even the name itself, in true Phlur fashion, is status-y and effortless. To me, this scent is very similar to YSL’s Libre and Opium: It’s got that heavy vanilla spice-ness to it, with nice floral notes to offset the sweetness. Plus, the coconut. It’s not too coconut-y (and it’s certainly not tropical at ALL), but it does have hints of like, the coconut cream you skip off the top of a can. This is a fine everyday perfume, but I can see it (smell it?) really singing on the weekend for nights out.

Dave by Henry Rose

I really thought 2022 was the Year of Vanilla, but maybe we’re just in a Vanilla Era because brands keep launching gourmand fragrances into viral stardom over and over (think: “Dulce” by By/Rosie Jane and “Vanilla Milk” by Ellis Brooklyn). The newest vanilla fragrance that’s bound to be on the wrist of many an influencer is Henry Rose’s “Dave” which launched January 27. Henry Rose, which is known for its transparent ingredient list, is the brain child of actress Michelle Pfeiffer, and has other iconic scents like “Jake’s House” and “Windows Down,” which, to me, always lean freshly unisex.

I’m personally a vanilla girly, and this scent makes me think of trips to the mall hoping I’d run into my crush—but all grown up. It’s classic, versatile, and easy to layer (although it’s complex with its tangerine, neroli, and pink pepper top notes—those definitely come through). I also got whiffs of cocoa, which deepened the fragrance even more.

Marshmallows by Ellis Brooklyn

Ellis Brooklyn really nailed it with “Vanilla Skin,” and it looks like the brand has decided to double down on the gourmand trend (like I said: Vanilla ERA). “Marshmallows,” a hair and body mist, launched January 28, ahead of Valentine’s Day.

Compared to some of the other new gourmand scents (some in this roundup), I think Ellis Brooklyn’s the sweetest. It’s not just vanilla, it’s marshmallows. Think sweet buttercream whipped with a stick of browned butter (aka, a bit caramelized and nutty in its nature). It does have some patchouli and amber notes for that “grown up feel,” but they’re super subtle. The longevity is impressive for body and hair mist; I can still get whiffs at the end of the day on my strands and sweater. As a 30-something grown-up lady, I like it—but I think this would also be a hit with my Gen A nieces.

N.150 Blush Affair by Noteworthy

Rose perfumes have a reputation for being overly potent and often “old lady” like. So, Noteworthy set out to create a modern rose scent, and they did just that. N.150 Blush Affair is floral enough for all the rose-lovers, but it’s also earthy and fresh because of its complex scent profile. Even if you don’t consider yourself a floral perfume person, it might be worth the try. Its musky base notes will linger long after you spray, eliminating the usual headache you get from overly-sweet perfumes.

N.150 has the perfect balance of musky, fresh, and floral. Its lychee note makes it super girly and youthful, while the rose petal & jasmine add that romantic quality that floral perfumes are known for. Thankfully, the musky notes aren’t too overbearing. Instead, they round everything out and give it a unique earthy quality. It’s wearable enough for the everyday, but also perfect for date night or any other special occasions where you really want to feel your best.

Infusion de Rhubarbe Eau de Parfum by Prada

Prada started the new year with an addition to their unisex fragrance line, titled Les Infusions de Prada. This perfume is a juicy pink one with a vegetal smell inspired by rhubarb. It has notes of vert de bergamot, Italian green mandarin superessence, bitter orange oil, rhubarbe accord, rose absolute, and white musks accord, making it a perfect storm of herbacious, fruity, and floral

Me by Snif

Snif’s newest addition is a fragrance called “Me.” On paper, it has notes of peach and plum, orris, musk, sandalwood, and white moss. Upon smell, the scent is very simple and elegant, youthful and feminine. It’s sweet, but not overtly so, and smells musky and body-like.

Your Turn by Billie Eilish

Billie Eilish’s new perfume with Parlux, Ltd. comes in a striking bottle that is shaped like stacked dice and has a mirrored finish. It has notes of cardamom, bergamot peel, and jasmine. The fragrance itself is pretty, though there’s nothing particularly striking about it in my opinion. It definitely has mass appeal though, so it’s a great gift for someone who’s a fan of the singer or who wants it for the bottle.

Cé Noir by Beyoncé

I don’t envy the diehard Beyoncé stans because they are always being tempted with new reasons to open their pockets for their fave, and this time is no exception. Her new perfume is $160 for a 1.7 mL bottle, and the bottle is also stunning. It’s an art deco silver bottle with a gold decal. The top notes of the perfume are clementine and honey and it dries down to a floral amber.